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Blog

From the perspective of any business, there are two sides to every customer: the unique individual that purchases your products or services, and the data they represent in the larger context of your company’s overall performance. These two ideas don’t gel very well, but they can with the help of technology, monitoring, and systematizing a few key components of the business. By combining quantitative information about customer activity with qualitative details about preferences, you create a “customer story” that combines both sets of data into something useful for both the sales floor and the analyst’s report. We call this method...

Most businesses, especially those operating solely online, collect and analyze mountains of data on their customers (and sometimes prospective customers too). These metrics, though, in all of their detail about click-throughs, page views, and cart abandonment, can cause business owners and managers to overlook something critical - that it represents real people. Companies may spend massive time and effort pouring over email marketing statistics to determine the best ways to engage customers or increase traffic to their blog, but are they thinking about that customer’s overall relationship with the company? Are they combining the email data with the purchase history,...

As an expansion on a previous post regarding the calculation of Gross Profit per Visitor, we wrote a piece for Power Retail that provides a step-by-step breakdown on configuring your Google Analytics account to calculate Gross Profit per Visitor.Read the full article here: How to Configure Google Analytics to Calculate Gross Profit Per Visitor

We've spoken with dozens and dozens of e-commerce companies over the years. Although the products being sold range wildly (from custom kitchen aprons to DNA polymerases reg-agents), success for any one of these companies comes down to answering the same four questions: How do I get more people to my website? How do I get more website visitors to make a purchase? How do I efficiently deliver products to my customers? How do I get customers to make repeat purchases? It's easy to see how these four questions relate to what are considered the most important metrics behind a successful...

Here is an all-too-common scenario we hear from new incoming clients: Six months ago you launched the newest version of your website (three months later than you originally anticipated) and had Jim your IT guy setup Google Analytics because someone said it’s a great tool to have. A few weeks later you logged in and saw a dizzying array of graphs and charts, a few numbers called ‘Bounce Rate’ and ‘Unique Visitors’ and quickly clicked out to get back to your email. I don’t blame you - I did the same exact thing for years and I run a company...